Gartner Research

Prepare Your Multichannel Marketing for the Internet of Things

Published: 01 August 2016

ID: G00308069

Analyst(s): Noah Elkin

Summary

The IoT will usher in a wave of new multichannel marketing opportunities, bringing significant customer experience implications in their wake. Multichannel marketers can use this research to build competencies and gain business advantage from the IoT.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Growth of the IoT will yield new business models, unlocking innovation and revenue opportunities for multichannel marketers, while also introducing new competitive threats
  • Engaging the IoT provides an avenue to enrich customer experience through ubiquitous connectivity
  • The proliferation of IoT touchpoints and ever-growing volume of data have the potential to raise marketing's already-elevated noise-to-signal ratio, underscoring the need for effective multichannel orchestration
  • A fragmented ecosystem creates a "paradox of choice" that can inhibit multichannel marketers from committing to the IoT

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